Tuesday, 24 November 2009
Sunday, 22 November 2009
I recently heard two charming hotel stories that demonstrate how easy it is to make a small gesture that can make a huge difference to the guests brand experience.
David Benson (a mate at work) occasionally stays at the Charlotte Street Hotel. The last time he stayed he found a card on his pillow welcoming him back.
John Abraham (he told this story during a recent Satmetrix webinar) took his wife and kids to a hotel that he was staying at/using for a conference. On arrival he found the names of his 2 kids spelt out in small sponges in the bathroom.
I love these stories is because they demonstrate that with a little bit of thought and no extra cost it can be easy to deliver WOW brand experiences.
Why is it that hotels so rarely get it right?
I stay in some pretty swanky hotels while travelling on business. They are generally quite pleasant... sometimes they disappoint... occasionally I hate them so much I write about it. Rarely (never?) do they delight me.
What a missed opportunity.
As I say all the time, if you can WOW consumers they will be much more likely to buy/visit again and maybe even talk about you.
If you are working in a hotel - or any brand organisation for that matter - why not spent some time talking to others in the operation considering what you can do to enhance the brand experience that will build greater consumer loyalty and advocacy.
If you get it right it is worth it.
Tuesday, 17 November 2009
I guess regular readers will not be surprised given that this blog is all about celebrating brand organisations that get the importance of designing & delivering winning brand experiences that delight consumers.
- Product knowledge isn't everything. It is also about new and exciting retail experiences...be on the lookout for great ideas outside your own product category.
- Even great companies get stuck. Don’t be afraid to ask for help, advice or coaching from a wide range of professional and personal backgrounds.
- Experiences are tough to copy: Experiences are not only difficult to replicate, but also they allow you to command a premium for that very same product or service.
- Retail should be fun: We need to bring the joy back to shopping.
- Innovate in downturns:
These are great tips that all retailers should consider if they are looking for ways to get customers to buy again and may be even advocate to their mates.
Tuesday, 10 November 2009
The recently published Razorfish Digital Brand Experience report 2009 says a number of things that really work for me:
"Branded experiences (or actions) are the new
"In today’s increasingly digital world, the experience is the message."
"Digital is not simply an 'awareness'
play; it’s a customer-creation play"
As I keep saying...Brand Experience is what brand organisations should be focusing on.
Sure, part of brand marketing is about raising awareness (of the brand promise). But, more importantly, a
ll parts of the organisation - marketing, sales, customer service, etc - should be concentrating on how to deliver brand experiences that deliver (the promise) and delight consumers - so that they buy again and ideally become advocates.
As Jeff Bezos, Amazon’s CEO, has been known to say (also in the report):
is formed primarily, not by what your company says about itself,
but what the company does.” Experience, as we will see, not only
matters—it drives results to the bottom line.
The report is a must read for anyone involved in trying to build winning brands.
"As you get bigger and older, are you busy ensuring that a bad thing won't happen that might upset your day, or are you aggressively investing in having a remarkable thing happen that will delight or move a customer?"